'Slacks Specialist' Brand Eases Workwear Worries, Eyes Global Expansion
Creatrip Team
7 months ago
Seayajou, a women's brand launched in 2020 by CEO Choi Kwang-yul, grew quickly after its first hit product — slacks — and expanded into knits, shirts and short padding. Leveraging Choi's decade of fashion experience (including running men's label Halfcrise and strong product fit sense), Seayajou crossed KRW 30 billion in sales last year and targets 20% growth this year. The brand focuses on minimalist, practical styles for office workers and builds a community through career talks, concerts, camping events and a free library at its Dosan flagship (Dosan is a Seoul neighborhood). Seayajou plans lifestyle extensions — fragrances this year, and by 2027 carriers, beauty and activewear — and aims to open an overseas flagship by 2029, plus symbolic stores in office districts like Yeouido and Euljiro. Marketing centers on supporting urban working women and creating “fun” brand experiences rather than short-term sales boosts.
